I’m not surprised that AOL renewed its deal with Google. With Tim Armstrong and Jeff Levick both being ex-Googlers, there’s no doubt they had the insider knowledge required to get the best possible terms, not to mention figure out the best possible way for the 2 companies to collaborate.

It’s interesting to see that the deal covers more than just Google distributing search ads to AOL. It has AOL providing content to Google. In my book, I talk about how AOL has rebranded as a new economy content company. They’ve done a good job positioning themselves to capitalize on the type of content that’s easier to monetize — not news, weather, and sports but travel, entertainment, and health. I see AOL succeeding with content where newspapers are failing. And it’s ironic because Google succeeded in online advertising where AOL failed.

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Copyright 2010 by Aaron Goldman and McGraw-Hill. All rights reserved. All other trademarks and copyrights are the property of their respective holders. Note: neither this book nor the author is affiliated with Google.

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